Marketing to Youth

Reaching a young audience

Marketing to Youth


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how 7-Eleven, the retailer, tackled tough competition against its Slurpee drinks in Australia by adding a new cup lid.


Fabio Buresti, Account Planning Group - (Australia), Silver, Strategic agency of the year, Best brief, Creative Strategy Awards 2014

This campaign promoted Boost Mobile, a prepaid brand that resells mobile services, in Australia by reframing the conversation around the category.


Angela Morris, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This Australian local government campaign aimed to reduce alcohol-fuelled violence with a creative approach informed by behavioural economics.


Natalie Skovron, Russ Mitchinson and Luke Atkinson, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how technology company Samsung repositioned its brand in Australia by focusing on local and emotional connections.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian female fashion brand Marisa engaged the male consumer market with its irreverent Strip Commerce ad.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian beer company Antarctica beer created The Samba Table, spreading the culture of samba amongst a new generation of beer drinkers.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how international dog food brand Pedigree used Tinder to both promote its brand and increase dog adoption numbers amongst Brazilian males.


Averill Sequiera, Ruchi Mathur and Rohit Dhawan, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi regained its trendsetting status amongst its core constituency of Indian teens by successfully running a digital content and TV broadcast business, Pepsi MTV Indies, paid for by the consumers.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"